Levi's promo is on the button

AUSTRALASIA: US jeans giant Levi's has unveiled a campaign designed to capture a new market for its iconic Levi's 501 jeans. According to a statement from parent company Levi Strauss & Co. the campaign, titled 'Live Unbuttoned,' was its first ever global promotion and would capture the "free-spirited and self-expressive attitude" behind the button-fly 501 jeans. It is understood selected components of the campaign, which are yet to be confirmed, will air in the Australasian markets from September.

Levi's Australasian presence includes one standalone store on the central coast of NSW as well as two New Zealand stores, with more openings reportedly planned over the long term. Selected Levi's products are stocked in key Australian retailers including Glue, General Pants, Myer and Just Jeans.

The theme of the 'Live Unbuttoned' campaign centred on the experience of "unbuttoning" and breaking free from inhibitions and convention, using the act of unbuttoning Levi's 501 jeans as a symbol of personal expression and revelation, said John Anderson, president and CEO of Levi Straus & Co.

"This is about stepping up and being a global leader. With our Levi's brand sold in more than 110 countries, we are the number one jeans company in the world. This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle. No other jeans brand can do this." 
    
The global campaign included viral videos and print ads featuring "unrestrained, youthful and artistic shots of a diverse cast of men all wearing their favourite Levi's 501 jeans", captured by award-winning advertising and editorial photographer Jim Fiscus. TV, outdoor and digital ads would also play their part in the campaign.
 
Invented in 1873 by Levi Strauss & Co, Levi's jeans were widely accepted as the original, authentic jeans. Levi's offered the widest range of jeans on the market and was the most often imitated label in the history of apparel, the company's statement claimed.